KATY COLLINS

Executive Producer and Client Lead for the global launch of Lewis Hamilton as the Tommy Hilfiger Global Men's ambassador.  around the Shanghai Grand Prix whilst enabling mass content production for global amplification.

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We launched the first global media campaign #whatsyourdive by creating moments that showed Lewis' passion for art, adrenaline and music we showed fans that there is more to Lewis than racing, announcing the Lewis Hamilton X Tommy Hilfiger capsule collection and teasing fans with the world first reveal of his personal logo for the iconic brand in order to achieve global appeal.

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With local celebrities Shawn Yue, Maggie Jiang and Jessie J, Lewis participated in three key moments that demonstrated some of his passions. He spoke personally to the crowd about his love of music and the detail of how he designed his logo, subsequently adding that artwork to a large scale graffiti wall, he raced drones against Shawn Yue and strummed a guitar with Jessie J to introduce her performance for the excitable crowd. The event was live streamed through Chinese e-commerce giant JD.com with a sale collection chosen by Lewis of existing stock that resulted in exceeding sales KPIs for the month. Over 30 pieces of content were created for Tommy Hilfiger Social media channels and seeded through global traditional media.